WHAT ARE THE CONSUMER MOTIVATIONS BEHIND INGREDIENT LED BEAUTY SEARCHES?
Ingredient led beauty searches could be partially motivated by the high number of clean brands and claims like “natural” in the US. Euromonitor Product Claims and Positioning found that “natural” claims in online SKUs of skin care products in the US rose 8% in 2020 and 11% in 2021. On the consumer end however, the number of US respondents looking for natural or organic in skin care fell from 14% in 2020 to 13% in 2021 (Euromonitor Voice of the Consumer: Beauty Survey, fielded June to July 2021), suggesting a disconnect between what companies and what consumers perceive to be “natural”. The definition of “natural” is quite varied, and consumer interpretations could range from being organic, vegan, or cruelty-free, to using plant-based or botanical ingredients, to being free of synthetics or fragrances, and even to “feeling” natural in terms of packaging or sensory textures. Since “natural” is an unstandardized claim, this “clean washing” can sometimes contribute to a level of mistrust surrounding the ingredient safety of products, which may explain decelerating importance of “natural” claims among US consumers in the past several years.
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